Scribd
Upload
5 views51 pages

Perceptual Mapping

Perceptual mapping is a visual technique that helps businesses understand consumer perceptions of products and brands, guiding strategic decision-making and product development. It involves steps such as data collection, identifying attributes, and creating visual maps to analyze brand positioning relative to competitors. The technique has applications in marketing, including product positioning and market segmentation, but also faces limitations such as subjectivity and the need for regular updates.

Uploaded by

Flint Zaki Flores
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
5 views51 pages

Perceptual Mapping

Perceptual mapping is a visual technique that helps businesses understand consumer perceptions of products and brands, guiding strategic decision-making and product development. It involves steps such as data collection, identifying attributes, and creating visual maps to analyze brand positioning relative to competitors. The technique has applications in marketing, including product positioning and market segmentation, but also faces limitations such as subjectivity and the need for regular updates.

Uploaded by

Flint Zaki Flores
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 51

PERCEPTUAL

MAPPING
PERCEPTUAL MAPPING
DEFINITION

Perceptual mapping is a visual


technique used to depict how
consumers perceive products or
brands in the marketplace.​
PERCEPTUAL MAPPING
PURPOSE

Helps businesses understand


their position relative to
competitors based on consumer
perceptions.​
PERCEPTUAL MAPPING
RELEVANCE

Perceptual mapping is a visual


technique used to depict how
consumers perceive products or
brands in the marketplace.​
PERCEPTUAL MAPPING
RELEVANCE

Perceptual mapping is a visual


technique used to depict how
consumers perceive products or
brands in the marketplace.​
IMPORTANCE OF
PERCEPTUAL MAPPING
IDENTIFIES CONSUMER PREFERENCES

Reveals customer
perceptions and
preferences.
IMPORTANCE OF
PERCEPTUAL MAPPING
HIGHLIGHTS COMPETITIVE ADVANTAGES

Highlights a brand's
position relative to
competitors.
IMPORTANCE OF
PERCEPTUAL MAPPING
AIDS IN PRODUCT DEVELOPMENT

Supports the development


of products that meet
consumer needs.
IMPORTANCE OF
PERCEPTUAL MAPPING
INFORMS STRATIGIC DECISION-MAKING

Guides marketing
strategies and product
development.
POSITIONING & IT’S ROLE

Positioning is the process of creating


a distinct image for a product in the
minds of target consumers and to
differentiate the product from
competitors.
STEPS TO CREATE A
PERCEPTUAL MAPPING

1. Data Collection
2. Identify Attributes
3. Select Mapping Technique
4. Data Analysis
5. Visualization
STEPS TO CREATE A
PERCEPTUAL MAPPING
DATA COLLECTION

Gather consumer
perception data through
surveys or focus groups.
STEPS TO CREATE A
PERCEPTUAL MAPPING
IDENTIFY ATTRIBUTES

Determine key attributes


that influence consumer
decisions.
STEPS TO CREATE A
PERCEPTUAL MAPPING
SELECT MAPPING TECHNIQUE

Choose between
Multidimensional Scaling
(MDS), Principal Component
Analysis (PCA), or other
relevant methods.
STEPS TO CREATE A
PERCEPTUAL MAPPING
DATA ANALYSIS

Process data to position


products or brands in a
perceptual space.
STEPS TO CREATE A
PERCEPTUAL MAPPING
VISUALIZATION

Create a visual map


plotting products/brands
along chosen attributes.
SAMPLE
DATASET AND VARIABLE
EXAMPLE:
SOFT DRINK MARKET

BRANDS: ATTRIBUTES:
Coca-Cola Sweetness
Pepsi Carbonation Level
Sprite Price
Fanta Packaging
SAMPLE
DATASET AND VARIABLE
DATA COLLECTION

Consumer surveys rating


each brand on these
attributes.
USING
DISCRIMINANT
ANALYSIS
ON SPSS
ON SPSS
ON SPSS
APPLICATIONS IN MARKETING
PRODUCT POSITIONING

Align product offerings


with target market
perceptions.
APPLICATIONS IN MARKETING
COMPETITIVE STRATEGY

Develop strategies to
differentiate from
competitors.
APPLICATIONS IN MARKETING
MARKET SEGMENTATION

Identify distinct consumer


segments based on
perceptions.
LIMITATIONS OF PERCEPTUAL MAPPING
SUBJECTIVITY

Relies on consumer
perceptions, which can
be subjective.
LIMITATIONS OF PERCEPTUAL MAPPING
ATTRIBUTE SELECTION

Choosing relevant
attributes is critical and
can be challenging.
LIMITATIONS OF PERCEPTUAL MAPPING
DYNAMIC MARKETS

Consumer perceptions
can change over time,
requiring regular updates.
CONCLUSION
FUTURE OUTLOOK

Regularly updating
perceptual maps ensures
alignment with current
market dynamics.
CASE STUDY 1

Brand Equity Perceptual Mapping:


Competitive Landscapes and
Consumer Segments in Brand
Equity Space
INTRODUCTION
The study focuses on the idea that brands create additional value for
products and services beyond the physical offering itself. This added
value is called brand equity and it allows companies to charge premium
prices, create customer loyalty, and protect themselves from
competitors.

To define brand equity, the study uses the Customer-Based Brand Equity
(CBBE) model, which defines it across four dimensions:
Brand Awareness
Brand Associations
Perceived Quality
Brand Loyalty
OBJECTIVES
To develop a perceptual mapping technique that uses the four CBBE
dimensions (awareness, association strength, perceived quality, loyalty) to
plot brands in a two-dimensional brand equity space.

To visually illustrate the relative brand positions of competing brands (Nike,


Converse, Reebok; Toyota, Nissan, Pontiac) based on consumer perceptions.

To analyze audience segments (specifically across ethnic groups: Black,


Hispanic, White) and understand how perceptions vary across
demographics.

To translate CBBE theory into strategic marketing diagnostics, showing


marketers how brand positioning can be improved based on real consumer
perceptions.
METHODS
Data Collection:
A survey research method was used to gather responses from 248
undergraduate students from a large urban U.S. university.

Brands Surveyed:
Athletic Shoes: Nike, Converse, Reebok
Automobiles: Toyota, Nissan, Pontiac

Survey Instrument:
Respondents rated each brand on:
10 items measuring the four CBBE dimensions (using 5-point Likert scales)
A 3-item brand attitude index
METHODS
Analysis:
Mean scores were calculated for each brand across the
four CBBE factors.
Two perceptual maps were created:
1. Awareness vs. Association Strength
2. Perceived Quality vs. Brand Loyalty
Quadrants in the maps were characterized (e.g., strong
brands occupy high-high quadrants; weaker brands, low-
low quadrants).
Subgroup analyses were conducted based on ethnicity
(Black, Hispanic, White) to see differences in brand
perceptions.
IMPORTANCE

Strategic Diagnosis
Actionable Insights
Consumer Segmentation
Theory-to-Practice Transition
Competitive Analysis
RESULT

Nike and Toyota: Strongest equity across dimensions.


Pontiac and Reebok: Weak performance, low loyalty
and perceived quality.
Segment differences: Toyota strong with Black
consumers; weaker with Whites.
Strong correlations between brand equity and brand
attitude (r > .70 for most brands).
PERCEPTUAL MAP
PERCEPTUAL MAP
PERCEPTUAL MAP
PERCEPTUAL MAP
PERCEPTUAL MAP
CONCLUSION

Perceptual mapping = effective brand diagnostic


tool.
Brand equity varies across consumers and
competitors.
Visualizing brand equity enables better strategic
marketing decisions.
CASE STUDY 2
INTRODUCTION

This study shows how


perceptual maps are
developed and applied to
branding, positioning, and
repositioning.
OBJECTIVE

Explain different perceptual mapping


methods.
Show how to design perceptual maps
from data.
Discuss benefits and limitations.
Give practical recommendations for
businesses.
METHODS

Literature-based theoretical approach.


Techniques explored: MDS, PCA, CA, DA.
Data collected via Likert-scale surveys.
Maps created using statistical tools (e.g., SPSS).
IMPORTANCE
Visualize consumer perceptions and brand positioning in a
competitive market.

Identify strengths, weaknesses, gaps, and opportunities in brand


strategy.

Assist service companies and online brands in understanding


customer preferences and behavior.

Inform marketing strategies that are more aligned with consumer


expectations and brand equity development.
RESULTS
Perceptual mapping is a validated and effective method for
visualizing customer perceptions across multiple attributes.

MDS and CA were confirmed as the most popular and reliable


methods for producing perceptual maps.

Companies can easily understand competitive positioning, brand


differentiation, and consumer preference patterns.

Without proper knowledge, small businesses may struggle to


apply perceptual mapping techniques due to their complexity.
ADVANTAGES AND DISADVANTAGES OF
PERCEPTUAL MAPPING METHODS
ADVANTAGES AND DISADVANTAGES OF
PERCEPTUAL MAPPING METHODS
CONCLUSION

Perceptual mapping clarifies brand


positioning. Identifies market gaps and
consumer perceptions. A strategic tool
despite complexity. Helps businesses
improve branding and gain
competitive advantage.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy